Just Eat boosts marketing line-up with Carter hire

Just Eat, which is doing a thoroughly good job of disrupting the takeaway food market (by offering a useful service – doesn’t sound so dramatic though, does it?) has hired Ben Carter as UK marketing director. He reports to global CMO Barnaby Dawe.

Carter (below), who’s being hailed as an online whizz, was global CMO of retail site notonthehighstreet. Before that he worked at at Betfair and Setanta Sports.

Carter says: “I am very pleased to be joining the Just Eat team at such an exciting time for the company. Just Eat has high and positive consumer awareness both as a food utility service but also as a food destination. As UK Marketing Director, I will be looking to build on this by establishing Just Eat as a true storytelling brand, whether it’s for our customers or the thousands of restaurant partners – many of whom are able to thrive in a highly competitive restaurant marketplace thanks to the scale, breadth and huge range of benefits offered by Just Eat.”

Just Eat’s European creative account is handled by The Red Brick Road.

We’ve heard much in recent years about the way marketers have lost ground in big companies, losing out to financial people in the CEO stakes. But the new generation of disruptors – most notably Uber – are basically marketing organisations and, as such, appear to be competing hard for marketing talent.